Starbucks Business Plan
January 6th, 2011
Expanding in the Danish market for the coffee shop chain industry – with Starbucks as an illustrative case
Table of contents Figures of contents 5 Title sheet 8 1 Executive summary 9 2 Introduction – what is Starbucks? 10 2.1 Subject field 11 2.2 Problem and problem formulation 11 2.3 Project design 12 3 Methodology and theory of science 14 3.1.1 Three methodological views of Arbnor and Bjerke 14 3.1.1.1 The analytical view 15 3.1.1.2 The systems view 17 3.1.1.3 The actors view 19 3.1.2 Four sociological paradigms of Burrell and Morgan 21 3.1.3 Functionalist paradigm 22 3.1.4 Interpretive paradigm 23 3.1.5 Radical humanist paradigm 23 3.1.6 Radical structuralist paradigm 23 3.2 Comparison of Arbnor & Bjerke and Burrell & Morgan 24 3.3 Limitations and Assumptions 26 3.4 Validity and reliability of the project and data collection 28 4 Theory 30 4.1 Expansion of the coffee shop chains in Denmark 30 4.1.1 Screening process for expanding a coffee shop s chains business in Denmark 30 4.2 Identify basic appeal 33 4.3 Environmental analysis 33 4.3.1 Macroenvironment 34 4.3.2 Microenvironment 38 4.3.2.1 Customers 38 4.3.2.2 Segmenting consumer markets 40
4.3.2.2.1 Defining market segmentation 40
4.3.2.2.2 Reasons for segmenting the market 41
4.3.2.2.3 How to segment the Danish coffee shop chain industry market 41 4.3.2.3 Consumer markets 42
4.3.2.3.1 Consumer behavior 43 4.3.2.3.1.1 Cultural factors 43 4.3.2.3.1.2 Social factors 44 4.3.2.3.1.3 Personal factor 44
4.3.2.3.2 The Five-Stages Model 45 4.3.2.3.2.1 Problem recognition 46 4.3.2.3.2.2 Information search 46 4.3.2.3.2.3 Evaluation of alternatives 47 4.3.2.3.2.4 Purchase decision 47 4.3.2.3.2.5 Postpurchase behavior 47 4.3.2.4 Competition 48
4.3.2.4.1 Identifying competitors 48
4.3.2.4.2 Strategies,objectives,strengths and weaknesses and
Expanding in the Danish market for the coffee shop chain industry – with Starbucks as an illustrative case
Table of contents Figures of contents 5 Title sheet 8 1 Executive summary 9 2 Introduction – what is Starbucks? 10 2.1 Subject field 11 2.2 Problem and problem formulation 11 2.3 Project design 12 3 Methodology and theory of science 14 3.1.1 Three methodological views of Arbnor and Bjerke 14 3.1.1.1 The analytical view 15 3.1.1.2 The systems view 17 3.1.1.3 The actors view 19 3.1.2 Four sociological paradigms of Burrell and Morgan 21 3.1.3 Functionalist paradigm 22 3.1.4 Interpretive paradigm 23 3.1.5 Radical humanist paradigm 23 3.1.6 Radical structuralist paradigm 23 3.2 Comparison of Arbnor & Bjerke and Burrell & Morgan 24 3.3 Limitations and Assumptions 26 3.4 Validity and reliability of the project and data collection 28 4 Theory 30 4.1 Expansion of the coffee shop chains in Denmark 30 4.1.1 Screening process for expanding a coffee shop s chains business in Denmark 30 4.2 Identify basic appeal 33 4.3 Environmental analysis 33 4.3.1 Macroenvironment 34 4.3.2 Microenvironment 38 4.3.2.1 Customers 38 4.3.2.2 Segmenting consumer markets 40
4.3.2.2.1 Defining market segmentation 40
4.3.2.2.2 Reasons for segmenting the market 41
4.3.2.2.3 How to segment the Danish coffee shop chain industry market 41 4.3.2.3 Consumer markets 42
4.3.2.3.1 Consumer behavior 43 4.3.2.3.1.1 Cultural factors 43 4.3.2.3.1.2 Social factors 44 4.3.2.3.1.3 Personal factor 44
4.3.2.3.2 The Five-Stages Model 45 4.3.2.3.2.1 Problem recognition 46 4.3.2.3.2.2 Information search 46 4.3.2.3.2.3 Evaluation of alternatives 47 4.3.2.3.2.4 Purchase decision 47 4.3.2.3.2.5 Postpurchase behavior 47 4.3.2.4 Competition 48
4.3.2.4.1 Identifying competitors 48
4.3.2.4.2 Strategies,objectives,strengths and weaknesses and
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